Lovely Can. What's in It?The can is sweating in expensive-looking light. The launch video is done. Someone should probably ask what is going inside it.AI · 9 Aug 2026 · 4 min read
Just Add WaterFrom sports drinks to greens to laundry, someone keeps figuring out the same thing: you're mostly shipping water. CPG · 13 Jul 2026 · 10 min read
The Novel Food ShakedownHow a mushroom eaten for 1,000 years got pulled off NZ shelves in 2024.CPG · 7 Jun 2026 · 12 min read
The Cure Sold as a HabitZyn Built a $16 Billion Business Out of a Loophole. Lucy Built a Brand Out of a Pharmacy Aisle.CPG · 29 May 2026 · 12 min read
McKinsey Told You Disruptors Are Winning CPG. PepsiCo Just Showed You Why.Five archetypes of disruption. Six defining traits of disruptor brands. Zero mention of what it means to disrupt. CPG · 14 Apr 2026 · 11 min read
Why Do Protein Bars Make You Shit?The $5 billion industry built on ingredients your gut can't process. And why nobody's fixed it.CPG · 12 Apr 2026 · 15 min read
The $114 Billion Gut FeelingPepsiCo just paid $1.95 billion for fizzy water with fibre in it. The three way cage match between Coke, Pepsi, and a guy who blew $300K on his first failed soda brand. The gut is big business.CPG · 9 Apr 2026 · 18 min read
Why $20 Kombucha and $3 Kombucha Are The Same ThingThis is the multi-billion dollar industry built on four ingredients your nan kept in her pantry.CPG · 7 Apr 2026 · 17 min read
Dog Vitamins, A $3 Billion Industry Built on GuiltIf you're building a pet brand, the economics are extraordinary. Low COGS, high emotional attachment, weak regulation, subscription-friendly, what more could you want? CPG · 6 Apr 2026 · 12 min read
Running Gels Are Just Expensive CandyYour $4 running gel costs about 15 cents to make. The primary ingredient? Maltodextrin. CPG · 2 Mar 2026 · 12 min read